The Evolving Story of "Love the Philippines": From Controversy to Global Recognition Launched in June 2023, the Philippines' tourism slogan "Love the Philippines" signaled a significant shift in the nation's branding strategy. Replacing the long-running "It's More Fun in the Philippines," the new campaign moved beyond mere leisure to emphasize authentic, immersive, and meaningful travel experiences. Over two years since its debut, the slogan has weathered initial controversy, gained international acclaim, and continues to evolve with ongoing initiatives, shaping the country's tourism narrative in 2025 and beyond. An AI-generated image of a logo based on actual, Leonardo.AI The Genesis of a New Brand Identity The campaign was born from the Department of Tourism's (DOT) recognition of a "changed traveler" in the post-pandemic world. Modern tourists, increasingly mindful of their environmental and social impact, seek deeper conn...
- Get link
- X
- Other Apps